33% of Millennials globally are “cynical about the ways that brands market to them,” according to a survey of young consumers in 19 different markets around the world. Their skepticism about marketing could be explained by the insecurity that they feel thanks to financial setbacks, which 72% say they suffered in the recession. This personal instability means that they are looking for brands that they can count on: the top brand attributes they value include trustworthiness, intelligence, authenticity, and confidence. (Popsop)
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